New looks from TaylorMade (right), PXG (center) and APC (right).
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Do the clothes make the player? The golfing nation of South Korea seems to think so and, with this disease to this day, has supported the belief with their bags.
Although specific numbers are difficult to track, it is estimated that golfers worldwide spend approximately $9 billion on golf equipment each year – and 45 percent of that is spent by South Koreans. (For those keeping score, US consumers' share is about 25 percent of the world's fashion pie.)
What South Koreans buy is new, trendy and, often, expensive, and, with more and more high-end brands entering the space, golfers in the Land of the Morning Calm often drop more than $700 ($700 ) in just pants. and polo.
The traditional look in Korea is still really catching on, thanks to sportswear players like Titleist, Golden Bear, TaylorMade and Callaway. Other products, such as Master Bunny Edition, Pearly Gates, St. Andrews and Amazing Cre, continues to see success with consumers in their 30s to 50s, especially the “business” set.
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But with this epidemic there was a sea change, which caused an increase in clothing and spending. It also affected design. As millennials and Gen-Z golfers suddenly flocked to the game during Covid-19, looks from stylish brands like G/FORE, Malbon and PXG started flying off the shelves, thanks to young people's penchant for wearing golf hats or wherever and whenever – not just in the course or the classroom.
As you can see from the photos below, the official blurring of the lines between golf and fashion is now prevalent in South Korea. The success seen in the lifestyle market has even influenced a number of top fashion brands, including APC, Lanvin and Philipp Plein, to launch golf apparel lines in South Korea.
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Nike Golf – as you'd expect – also has a concrete following in South Korea, thanks to its reasonable prices and the long-standing Korean perception that Nike is a brand of overall sports quality. But make no mistake – golfers south of the 38th parallel love their sports. Number one in this category is the Korean-born brand XexyMix, which has found a way to appease Gens X to Z in equal measure. It's welcome to work, then hop to the golf course on the screen when the whistle blows.
There is an old saying that golf often takes its cues from the US and Japan. You could argue that Korea now holds that position in the clothing space. What you see here may be what you wear in the near future.
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